In less than a year, the Trading Card Game from Upper Deck has become one of the biggest selling in the UK.
Dinosaur King TCG products are currently reported as one of the top three biggest selling TCG’s in the UK YTD (NPD, June 2009 YTD – units), with the Starter Deck and Dinosaur King Boosters currently sitting in the second and third position.
Natalie Hilton, marketing manager at Upper Deck’s UK office commented: “The growth of Dinosaur King Trading Card Game in the last 10 months has been amazing. We only launched the product in October of last year and we have already had to do reprints of some of the major sets due to demand. The success of the TV series has also been a real factor in this growth due the products being so intrinsically linked to the characters and the story lines.
“Our product has had enormous appeal to Dinosaur King fans for this reason and the foil cards are very much sought after by the kids. We have some great activity planned over the remainder of 2009 that will ensure Dinosaur King remains to be one of the best selling trading card games in 2010.”
Dinosaur King TCG is based on the adventures of Max and the D-Team, the starter decks and booster sets let children recreate the dinosaur battles they see on the TV show whilst collecting over 160 dinosaurs, including Colossal Rare foil cards. The target market is boys and girls aged six years and over.
Since Dinosaur King TCG launched on October 28th 2008, Upper Deck has supported key lines with a TV campaign over the summer across GMTV 1 + 2 and Nickelodeon, as well as sampling, inserts in magazines, promotions across kid’s titles, demo events and partner promotions including a card pack insert in the highly successful Dinosaur King DVD with E1 earlier this year.
Activity for the rest of 2009 will include another TV campaign over September and October to promote the new Starter Deck, Dino Slash, which hits retail from September 15th.